Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes.
Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes.
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DOI：
10.3389/fpsyg.2016.01533
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发表时间：
2016
影响因子：
3.8
通讯作者：
Khazeni N
中科院分区：
文献类型：
--
作者：
Mathur MB;Gould M;Khazeni N
背景资料：直接面向消费者（DTC）的处方药广告被认为会引起“回飞棒效应”，这意味着它们会降低潜在替代选择的感知有效性：通过改变生活方式进行非药物治疗。过去的研究已经观察到这样的效果，使用人工创建的，纯文本的广告，可能不足以捕捉复杂的，矛盾的描绘生活方式的改变在真实的电视广告。在其他风险领域，个人的“问题状态”往往会缓和回飞棒效应，例如目前从事风险行为的受试者表现出最强的回飞棒效应。目的：我们的目的是评估是否启动与真实的DTC电视广告引起的回旋镖效应的看法，生活方式的改变，以及这些影响，如果存在，是否由个人的问题状态调节。研究方法：我们收集了一个真实的样本，以前播出的DTC电视广告，以自然地捕捉生活方式的变化在真实的广告的写照。我们在美国随机抽取了819名通过亚马逊土耳其机器人招募的成年人，让他们看或不看处方药的广告。我们进一步将受试者随机分组，根据三项指标来判断生活方式改变或药物：一般有效性，假设患者的疾病严重程度，以及如果诊断为目标健康状况，使用干预措施的个人意图。结果如下：广告暴露对总体有效性产生了统计学显著但较弱的回飞效应（p = 0.01，部分R2 = 0.007），并且不影响疾病严重程度评分（p = 0.32，部分R2 = 0.0009）。广告暴露引起了一个反向回飞棒效应的个人意图，类似的效果大小，例如，广告暴露的受试者报告相对较高的意图使用生活方式的改变相对于药物（p = 0.006，部分R2 = 0.008）。个人问题状况并没有显着缓和这些影响。结论：与以前的文献发现大回旋镖效应，使用人工广告刺激，真实的电视广告引起的只有一个微弱的回旋镖效应的感知效果，并引起了意想不到的反向回旋镖效应的个人意图，使用生活方式的改变与药物。这些发现可能反映了真实的广告对描述性规范和自我效能感的诱导，未来的研究可以通过系统地操纵广告内容来解决这种可能性。
Background: Direct-to-consumer (DTC) prescription drug advertisements are thought to induce “boomerang effects,” meaning they reduce the perceived effectiveness of a potential alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. In other risk domains, individual “problem status” often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects. Objectives: We aimed to assess whether priming with real DTC television advertisements elicited boomerang effects on perceptions of lifestyle change and whether these effects, if present, were moderated by individual problem status. Methods: We assembled a sample of real, previously aired DTC television advertisements in order to naturalistically capture the portrayal of lifestyle change in real advertisements. We randomized 819 adults in the United States recruited via Amazon Mechanical Turk to view or not view an advertisement for a prescription drug. We further randomized subjects to judge either lifestyle change or drugs on three measures: general effectiveness, disease severity for a hypothetical patient, and personal intention to use the intervention if diagnosed with the target health condition. Results: Advertisement exposure induced a statistically significant, but weak, boomerang effect on general effectiveness (p = 0.01, partial R2 = 0.007) and did not affect disease severity score (p = 0.32, partial R2 = 0.0009). Advertisement exposure elicited a reverse boomerang effect of similar effect size on personal intentions, such that advertisement-exposed subjects reported comparatively higher intentions to use lifestyle change relative to drugs (p = 0.006, partial R2 = 0.008). Individual problem status did not significantly moderate these effects. Conclusion: In contrast to previous literature finding large boomerang effects using artificial advertisement stimuli, real television advertisements elicited only a weak boomerang effect on perceived effectiveness and elicited an unexpected reverse boomerang effect on personal intentions to use lifestyle change versus drugs. These findings may reflect real advertisements’ induction of descriptive norms and self-efficacy; future research could address such possibilities by systematically manipulating advertisement content.
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DOI：
10.1016/0749-5978(91)90020-t
发表时间：
1991-12-01
影响因子：
4.6
作者：
AJZEN, I
通讯作者：
AJZEN, I
影响因子：
15.8
作者：
Gagnon MA;Lexchin J
通讯作者：
Lexchin J
影响因子：
7.2
作者：
Bolton, Lisa E.;Reed, Americus, II;Armstrong, Katrina
通讯作者：
Armstrong, Katrina
影响因子：
7.6
作者：
Greenwald, AG;McGhee, DE;Schwartz, JLK
通讯作者：
Schwartz, JLK
影响因子：
158.5
作者：
Christakis, Nicholas A.;Fowler, James H.
通讯作者：
Fowler, James H.